Will Gen Y Ever Crave Diamonds?

Details

Hits: 2589

When it comes to Millennials’ reluctance to get hitched, it isn’t just parents throwing their hands up in despair. The diamond industry has been befuddled, too, with seven leading companies throwing in together on a new marketing campaign intended to win over those casual Gen Y kids. Sarah Mahoney on MediaPost analyzes the forces in play in this quixotic group.

Last year, a group of leading diamond-mining companies, including industry leader De Beers, formed an alliance called the Diamond Producers Association, with an initial budget of $6 million. And while the new campaign, themed “Real is Rare,” isn’t scheduled to break until the fall, agency Mother New York is unveiling some of the research that guided the marketing effort.

Read more: Will Gen Y Ever Crave Diamonds?

Diamonds make a woman weep and a man weak in the knees

Details

Hits: 2141

In the 1953 classic Hollywood film, Gentlemen Prefer Blondes, Marilyn Monroe, gave a legendary performance. Clad in a bright pink ball gown and dazzling diamonds, she epitomised the significance of diamonds with her upbeat and seductive song: Diamonds Are a Girl's Best Friend. Since the 1950s, a diamond engagement ring has become the obsession of American women influenced by the advertising industries that combined desire with commerce and went onto to say, "Diamonds are forever." 

Read more: Diamonds make a woman weep and a man weak in the knees

Protecting Jewelry with Renters Insurance

Details

Hits: 2278

The best renters insurance policy for jewelry owners is one that adequately protects all of a tenant’s shiny valuables, such as rings, necklaces and watches. But choosing the amount of coverage needed and renters insurance company, can be difficult. There is no single correct answer, although, there are a number of things tenants who own high-value jewelry need to consider when purchasing renters insurance.

Read more: Protecting Jewelry with Renters Insurance

What causes the color change in diamonds?

Details

Hits: 2547

Natural-colored diamonds are created in the same fashion as the traditional white diamonds with one unique difference. When foreign particles are trapped during the crystallization process, it affects and alters the chemical process, therefore creating the unique colors.

Read more: What causes the color change in diamonds?